Premier League USA
Leading a team of digital creatives, we oversaw all digital fan engagement in the U.S. for the Barclay’s Premier League, putting an American spin on the biggest league in the world. Seven years after the launch of the U.S.-focused accounts, we revolutionized the strategy in a way that saw instant results. A few headlines include debuting the first U.S.-based on-camera creator content in the league’s history, launching a longform culture-driven storytelling series with U.S.-based tastemaker fans, and leading the entire digital content effort for Premier League Mornings Level, a media tour around the league’s broadcast in Nashville in the Spring of 2024.
And it worked: +230% engagement, 200%+ impressions, and a 25% YoY growth in following in the year under my leadership.
Select work:
The Crossover
The Premier League asked us to conceptualize a series showing the cultural impact of their league on our shores, showing that the Premier League is no niche product, it’s already the sport and league of choice for some of the most interesting, influential people in the States –– you just don’t know it yet.
We targeted fans across three key sports: music, fashion, and crossover sports, and went into their spaces to show how they consume the game. And whether it was on their living room couch or in the back of the tour bus, they’re still fitting the league into their busy lives, either watching games or stealing glances at the score in the middle of their busy lives.
We put longform storytelling on the Premier League’s Youtube, breaking out the best bite-sized chunks for social promotion and leveraging the collaboration post feature to penetrate their audiences and digital communities with our brand to aid discovery.
PL Mornings Live Nashville
As part of our PL in USA strategy, we were tasked with all digital marketing intiatives surrounding the Premier League Mornings Live event in Nashville in Spring of 2024. From launch announcement to promotion and content creation throughout the event, I oversaw all creative activations.
Our strategy was all about connecting the Premier League brand to local culture through insights about the city and local soccer scene, injecting the Premier League brand straight into the bright lights of Broadway in downtown Nashville.
The Announcement
Given less than a week to go from brief to flight, we were tasked with creating a video announcement establishing our presence in Nashville for the upcoming Fan Fest.
We hired a local guitarist to record a bespoke Nashville-ified electric guitar version of the Premier League anthem and blast it out to the instantly recognizable crowds and neon signs of downtown Nashville. The piece was featured on the NBC Sports broadcast, and were complemented with a suite of bespoke graphic elements to sustain engagement on socia..
Connecting to local culture
We brought local artists and musicians together to create custom guitars telling the story of the Premier League morning experience in America. Through creative and storytelling, we were able to tell the story of the brand and the American fandom experience. But we were also able to create bespoke marketing assets that were leveraged throughout the event weekend, from on-stage and broadcast integrations to gifts for local partners and city officials.
Connecting with local brands
There’s nothing like the co-sign from the pillars of local culture to inject your brand into the community. We held a multi-day local media tour with Premier League talent, focusing on the local sports teams, community activations, as well as the iconic Nashville music scene, leveraging ‘collab’ posts and social engagement to penetrate local sports microcommunities.
Fan Engagement
It wasn’t enough to just engage digitally –– we needed to blend the digital and physical spaces, giving fans on teh ground a chance to interact directly with the brand. We created a miniature stage on site at the PL Mornings Live footprint and created dozens of fan-focused digital-first social assets, bringing in talent and influencers to penetrate more digital micro-communities.
The Results
